WRITING TO SELL


  • Main goal of advertising is to sell goods (Raymond Rubicam).

  • Writers face the challenge of persuading readers to buy products, differing from other writing types.

FEATURES AND BENEFITS

  • Distinguish between features (descriptive facts) and benefits (what the user gains).

  • Example: PC feature = electronic editing; benefit = saves time and increases productivity.

  • Focus on presenting benefits, not just features, to convince the reader to buy.

  • Technique: Create a "Features" and "Benefits" two-column list.

THE MOTIVATING SEQUENCE

  • AIDA: Attention, Interest, Desire, Action.
      - Capture attention with strong benefit.

  • ACCA: Awareness, Comprehension, Conviction, Action.

  • 4 P’s: Picture, Promise, Prove, Push.

  • Five-Step Formula:
      1. Get Attention: Use strong headlines.
      2. Show a Need: Convince readers they need the product.
      3. Satisfy the Need: Present your product as the solution.
      4. Prove Your Product: Use testimonials, comparisons, and studies for credibility.
      5. Ask for Action: Provide clear instructions for next steps.

FALSE LOGIC

  • Use persuasive framing of facts (false logic) to influence decisions without misrepresenting.

  • Many successful marketers utilize emotional rather than strictly logical appeals.

UNIQUE SELLING PROPOSITION (USP)

  • USP is the unique benefit that differentiates a product from competitors.

  • Three requirements of a USP:
      1. Specific benefit proposition.
      2. Differentiation from competitors.
      3. Must appeal to a broad audience.

CUSTOMER PSYCHOLOGY

  • Understand customers through empathy, addressing their beliefs, desires, and feelings (BDF formula).

  • Adjust advertising strategies based on audience demographics and motivations (e.g., desire for security, convenience, attractive packaging).

COPY LENGTH

  • Determine if long or short copy is more appropriate based on product, audience, and purpose.

  • Copy Length Grid: Considers emotional and involvement levels to guide length decisions.
      - High emotion/involvement = long copy.
      - Low emotion/involvement = short copy.

GENERATIONAL MARKETING

  • Tailoring marketing strategies to specific generational characteristics can enhance effectiveness.

POSITIONING

  • Positioning influences how a product is perceived and establishes its identity in the consumer's mind.

  • Effective copy combines positioning with advantages and benefits to persuade consumers to buy.